ABSTRACT
This chapter reviews the internal feedback and discusses ways of providing feedback to customers. There are two audiences that need informing about the results of a customer satisfaction measurement survey — the customers and the employees. Both are of equal importance, although the ways and timing of providing the feedback differs. The extent of the feedback provided to employees send messages about how important the customer survey is to the organisation. Having promised feedback to customers in the introductory letter, the time has come to provide it. Suppliers therefore need to consider three things: Which customers should receive feedback? What information is to be provided? How will it be communicated? There is reason for providing customer feedback and progress reports. Where organisations receive poor satisfaction scores for individual attributes, these may be explained as a 'performance gap' or a 'perception gap'.
